Factors Affecting Brand Switching Behavior in Telecommunication: A Quantitative Investigation in Faisalabad Region
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Keywords

Price
Brand Image
Value Added Services
Promotional Offers
Brand Switching

How to Cite

Umair Manzoor, Sajjad Ahmad Baig, Muhammad Usman, & Muhammad Ibrahim Shahid. (2020). Factors Affecting Brand Switching Behavior in Telecommunication: A Quantitative Investigation in Faisalabad Region. Journal of Marketing and Information Systems, 3(1), 63-82. https://doi.org/10.31580/jmis.v3i1.1485

Abstract

The purpose of the study is to investigate the factors effecting brand switching behavior of customers in the telecommunication industry of Pakistan. The study is conducted in Faisalabad city. A quantitative approach has been employed to measure the relationships between the variables of the study. Primary data was collected through a Questionnaire. The sample of 204 respondents were selected on the basis of convenient sampling. SPSS was used to record and compute data. The Regression analysis, reliability, and Correlation tests were applied in order to test research hypothesis. The findings reveal that price, brand image, network quality, value-added services, and promotional activities directly influence consumer switching behavior among youngsters. The outcomes of the research can help telecommunication companies in deciding what factors are more important to keep customers loyal and to discourage brand switching.

https://doi.org/10.31580/jmis.v3i1.1485
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